Cancer charity's cold-calling trial

Cancer care charity Maggie's Centres is to pilot a cold-calling telephone donor recruitment campaign.

Fundraising agency Relationship Marketing will run the scheme, targeting London residents served by the charity's new centre in Hammersmith. Potential donors will be asked for a monthly direct debit of between £5 and £8 to support the centre, the charity's first outside Scotland.

"We want to see what results cold calling can deliver," said Elley Martin, donor development manager at Maggie's Centres. "Combining phone calls with a warm campaign mitigates those risks."

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